Merchandise display device

ABSTRACT

Merchandise display assembly including one or more interconnectable modular frames, each having opposed support wall portions with pairs of opposed inconspicuous mounting apertures at a plurality of selective complemental intervals therealong, multifunctional merchandise display retaining means spanning a display space between such opposed wall portions, and mounting means for manually removably mounting the merchandise display retaining means via selected opposed mounting apertures in the display space.

Elite States atent Butler et a1.

[54] MERCHANDISE DISPLAY DEVICE [72] Inventors: Louise Butler, 16 E. 92nd St., New York, NY. 10028; Lloyd Dobkin, 80 Bennet Place, Amityville, NY. 11701; J. Robert Ellner, 500 E. 83rd St New York, N.Y. 10028 22 Filed: Sept. 30,1970

21 Appl. No.: 76,785

521 U.S. c1 ..108/6, 211/86 [5.1] Int. Cl. ..A47f 5/12 [58] Field of Search ..211/86,182,177, 184, 150; 108/157,158, 6

[56] References Cited UNITED STATES PATENTS 3,272,344 9/1966 Sugden ..211/177 X 3,468,430 9/1969 Lawman ..211/177 X 7/1963 Jentzen ..108/158 1 1 Aug. 29, 1972 3,337,059 8/1967 Lehoy ..211/86 3,481,487 12/1969 Paruolo ..211/86 X 2,991,040 7/1961 Levy ..211/86 X 3,045,834 7/1962 Seiz ..211/177 Primary Exar ninerNile C. Byers, Jr. Att0rneyRobert E. lsner and Peter J. Franco [57] ABSTRACT Merchandise display assembly including one or more interconnectable modular frames, each having opposed support wall portions with pairs of opposed inconspicuous mounting apertures at a plurality of selective complemental intervals therealong, multifunctional merchandise display retaining means spanning a display space between such opposed wall portions, and mounting means for manually removably mounting the merchandise display retaining means via selected opposed mounting apertures in the display space.

11 Claims, 16 Drawing Figures PATENTEDauczsasn 3.6871090 SHEET 1 BF 3 I5 3 INVENTORS Q-LW LOUISE BUTLER BY LLOYD 00am J. ROBERT ELLNFR ATTORNEY PATENTEMsze m2 3. 687; 090

SHEET 2 OF 3 5o 30 29 INVENTORS SE BUTLER l4 5 BY YODE EBKINE v J. R e LLN R M .2- g. 6'

xzip i ATTORNEY PATENTED M1829 I972 SHEET 3 OF 3 INVENTORS LOUISE BUTLER LLOYD 00am IJ/ZWROBERT ELLNER ATTORNEY MERCHANDISE DISPLAY DEVICE This invention relates to merchandise display devices and particularly to an improved modular frame assembly incorporating multi-functional article supportmg means.

The display of merchandise to the prospective purchaser is oftentimes a significant factor in the retailing field and both permanent and transitory display devices are widely employed therein. Transitory display devices are often designed to accommodate a particular product and after their initial utilization are possessed of markedly diminished utility. Such units are often relatively expensive and, as a consequence, unless they can be stored, pending their re-use, represent a significant cost and expense item for the retailer.

This invention may be briefly described as an improved display device, eg formed of a modular perimetric rectangular frame, peripherally securable to like units in a multiplicity of ways and each incorporating, e. g. selectively rotatable functional, article means.

Among the advantages of the subject invention is the provision of a simple and relatively inexpensive transitory type display device that may be selectively assembled by the user in accord with the dictates of the display area and the exigencies of the product to be displayed to thereby permit substantially continuous and versatile usage thereof.

Another advantage of the subject invention is the permitted utilization of a plurality of varying article supporting means in association with the basic modules to thereby provide a degree of display flexibility that has been heretofore unobtainable and at a cost, when extended over its entire useful life, that is markedly less than conventional transitory display device constructions.

An object of this invention is the provision of an improved construction for transitory type display devices. Another object of the invention is the provision of simple and relatively inexpensive transitory type display devices that may be selectively assembled by the user in accord with the dictates of the display area and the exigencies of the subject to be displayed. A still further object of the invention is the provision of an improved construction of a multifunctional transitory display device that may be readily modified by the ultimate user thereof at the point of use.

Other and further objects of the invention will become apparent from a study of the within specification and accompanying drawings, in which:

FIG. 1 is a schematic perspective view of a merchandise display assembly including a modular frame having merchandise display retaining means according to one embodiment of the invention,

FIG. 2 is a schematic elevational view of the merchandise display assembly including a modular frame having merchandise display retaining means according to another embodiment of the invention,

FIG. 3 is a schematic sectional view taken along the line 33 of the assembly of FIG. 2,

FIG. 4 is a schematic enlarged fragmentary view partially in section taken along the line 4-4 of FIG. 3 and showing the manner of inserting a spanning rod in a stud means,

FIG. 5 is a schematic exploded perspective view of the stud means shown in FIG. 4,

FIG. 6 is a schematic enlarged fragmentary view in section of a modification of the stud means shown in FIG. 5,

FIG. 7 is a schematic perspective view of a plurality of the modular frames in the assembly,

FIG. 8 is a schematic enlarged fragmentary view partially in section of the means for fastening the plurality of frames, taken along the line 8-8 of FIG. 7,

FIG. 9 is a schematic perspective view of the fastening means shown in FIG. 8,

FIGS. 10 and 11 are schematic perspective views of one form of backing plate mounting means for the dis play assembly,

FIGS. 12 and 13 are schematic perspective views of another form of backing plate mounting means for the display assembly,

FIG. 14 is a schematic elevational'view of another embodiment of the display assembly of the invention showing the manner of fastening such assembly to a like unit, and including an alternate type of merchandise display retaining means and spanning rod mount ing means therefor,

FIG. 15 is a schematic sectional view of the embodiment of FIG. 14 taken along the line 15l5 thereof, and

FIG. 16 is a schematic enlarged fragmentary view in section illustrating a retractable construction for the corresponding spanning rods of the embodiment of FIG. 14.

Broadly, the merchandise display device or assembly includes one or more interconnectable modular frames; each having a pair of laterally spaced apart and upwardly directed support columns which are provided with a corresponding pair of support wall portions facing each other and defining a display space therebetween, corresponding pairs of opposed, inconspicuous cross-section and constant average diameter,

mounting apertures defined in the support wall portions at a plurality of selective complemental intervals therealong, merchandise display retaining means, which are preferably multifunctional, spanning the display space between the support wall portions, and mounting means operative with the corresponding pairs of opposed mounting apertures and manually removably mounting the retaining means via selected opposed mounting apertures on the support columns in the display space.

Referring to the drawing, and initially FIG. I, a transitory merchandise display device or assembly 1 is shown, including a modular frame 2 having a pair of laterally spaced apart and upwardly directed support columns 3 interconnected by the corresponding upper and lower cross braces 4 and 5 to form a rectangular modular configuration. Columns 3 are provided with a corresponding pair of support wall portions 6,6 facing each other and defining a display space 7 therebetween.

Corresponding pairs of opposed mounting apertures 8 of inconspicuous cross-section and constant average diameter are defined in support wall portions 6,6 at a plurality of selective complemental intervals therealong. While the purpose of these mounting apertures 8 is to permit operative mounting of the merchandising display retaining means or article supporting means 9 so as to span the display space 7 between the support wall portions 6,6, advantageously according to the invention these mounting apertures are extremely small and preferably of round cross-sectional shape. In this way, those mounting apertures not being used remain inconspicuous and blend with the composite structure to achieve an attractive constructional arrangement. Of course, if desired, the mounting apertures, when not in use, can be covered with simple removable plugs (not shown) to enhance the orderliness of the assembly.

In the embodiment shown in FIG. 1, the merchandise display retaining means 9 includes the spanning rod which may slidably carry appropriate merchandise holders such as the double hook 12 or the single hook 13 of suitable attractive design. Spanning rod 10 is manually removably mounted by mounting means shown in the form of stud means operative with the corresponding pairs of opposed mounting apertures 8. Spanning rod 10 is mounted via selected opposed mounting apertures 8 on the support columns 3 in the display space 7 using a specific stud means construction including the corresponding opposed stud tubes 1 1 as shown more fully in FIGS. 4 and 5.

Friction apertures 14 are provided in the exterior wall portions of frame 2 for peripherally interconnecting two or more like frames, preferably modular perimetric rectangular frames, in a combined display assembly in a multiplicity of ways, e.g. as shown in FIGS. 7 and 8. The transitory modular frames 2 may optionally have legs as shown in phantom in FIG. 1.

FIGS. 2 and 3 show a similar display assembly arrangement but in this case the merchandise display retaining means 9a is in the form of a selectively rotatable multi-functional article supporting means such as the longitudinally extending display platform or tray spanning the display space 7 between the supporting wall portions 6,6 and having a pair of opposed transversely extending end walls 16,16 connected thereto. Display platform 15 may conveniently contain a retaining strip 17 or the like to hold the merchandise 18 in place when the platform is in inclined position to better display such merchandise.

For achieving appropriate selective rotational adjustment of the display platform 15, a system of incremental rotational positioning of the display platform is provided as shown in FIG. 3. A first corresponding pair of opposed seating apertures 19,19 are defined in the end walls 16,16 as complemental pivot points. A series of at least two, e. g. a plurality of, incrementally spaced apart further corresponding pairs of opposed seating apertures 20,20 are also defined in the end walls 16,16 as complemented radial points substantially equally spaced from the first seating apertures 19,19 a radial distance corresponding to a selective complemental interval of mounting apertures in the support wall portions 6,6. Three such further seating apertures are shown in the series on each end wall 16 in the depicted embodiment although a greater number of such apertures 20 can be provided for finer incremental rotative adjustment or for a broader range of such adjustment along a broader arc.

Generally, the mounting means, eg as used in the display assemblies shown in FIGS. 1 to 3, include at least a first corresponding pair of opposed stud means, e.g. stud tubes 11, extending into the dispiay space and disposed in seating engagement with the first corresponding pair of opposed seating apertures 19,19, as well as a. further corresponding pair of opposed stud means, e.g. stud tubes 11, extending into the display space and disposed in seating engagement with one of the further corresponding pairs of opposed seating apertures 20,20 in accord with the desired selected rotatable position of the article supporting means or platform 15. These stud means are mounted operatively on the support columns 3,3 via selected opposed mounting apertures 8,8.

FIGS. 4 and 5 show in detail the stud means used as the mounting means in FIGS. 1 to 3. Specifically, each stud means includes an externally threaded head 21, having the external threads 22 thereof preferably extending rearwardly to the end abutment face 24, as well as the central axial bore 23. A complementally internally threaded stud tube 11 (see FIGS. 1 to 3) is removably manually screwed via such threads 26 onto the externally threaded head 21 preferably substantially throughout their common extent. In this way, the rear end of the tube 11 is conveniently flush with the abutment face 24.

In this embodiment, the opposed mounting apertures 8,8 are threaded so that the connecting screw 25, mounted in the axial bore 23, extends into operative securing engagement with a selected mounting aperture 8 on the particular support column 3 to maintain the abutment face 24 in compressive contact with the adjacent area of the corresponding wall portion 6 surrounding the selected mounting aperture 8 and also to fix head 21 against rotation so that stud tube 11 may be readily screwed thereonto.

Preferably, the stud means includes the front recess 27 in tube 11 so that the corresponding end of a spanning rod 10 may be inserted thereat. As may be appreciated from FIGS. 1 to 3, the opposed pairs of stud tubes 11 having such opposed front recesses 27 (see FIGS. 4 and 5) facing the display space 7 permit rod 10 to be inserted across the display space and in the corresponding opposed recesses of each of the pairs of stud means. Such spanning rods 10 may serve as merchandise display retaining means 9 along with hooks 12 and/or 13 as shown in FIG. 1, or as reinforcing or mounting rods as shown in FIGS. 2 and 3.

In the latter instance, when the stud tubes 11 are of sufficient length of relation to the disposition of the particular end wall 16 adjacent the corresponding support column 3, the merchandise display retaining means a is suitably mounted via the opposed stud tubes 11,11 and the seating apertures 19 and 20 on each end wall 16. On the other hand, if the stud tubes or other stud means are too short in relation to the disposition of the end walls 16,16, the retaining means 9a can be conveniently mounted with the corresponding spanning rods 10,10 extending through the seating apertures 19 and 20 on each end wall 16 and inserted in the adjacent recesses 27 of the stud means, e.g. stud tubes 1 1, thereat.

FIG. 6 shows a simple modification of the stud means of FIGS. 4 and 5 in which the head 21a is integraliy connected with the stud tube 11a providing a common end abutment face 24a. Head 21a fixedly carries a screw 25a for operative engagement with the selected threaded mounting aperture 8 in support wall 3 to maintain abutment face 24a in compressive contact with the adjacent area of the corresponding wall portion. A corresponding front recess 27a is provided in the stud tube Ila for inserting a given end of a spanning rod 10, if desired. The stud means may be manually removably mounted by merely grasping and rotating the stud tube 11a so that screw 25a enmeshes with the mounting aperture threads.

If a spanning rod is also to be provided in the opposed recesses 27a, rod 10 is provided with a sufficiently short length with respect to the length of the recess 27a in the particular stud tube 11a to permit the corresponding screw a to seat in the selected mounting aperture 8 and be screwed thereinto in an unhindered manner. To take up any longitudinal looseness, a simple coil spring (not shown) can be inserted in one of the opposed recesses 27a to act against the adjacent end of the spanning rod 10 thereat.

FIGS. 7 to 9 cover the arrangement of three transitory modular frames 2 in peripheral abutting disposition. Each unit has a complemental perimetric rectangular configuration although it will be realized that such frames may have any suitable modular perimetric polygonal configuration, e.g. triangular, pentagonal, hexagonal, etc., since these will still have laterally spaced apart and upwardly directed support columns corresponding to the support columns 3 of FIGS. 7 to 9 for mounting the merchandise display retaining means and be adapted for peripheral abutting interconnection with one another. Of course, the mounting means, e.g. stud means, will have to be modified accordingly to permit more or less horizontal mounting of the retaining means on the possibly inwardly or outwardly slanting columns 3 thereat.

The modular frames 2 are interconnected at their abutting portions by fastening means such as the bipartite fastening member 28 shown in FIG. 9. Bipartite fastening member 28 has a central positioning flange 29 to which a pair of opposed slotted friction arms are connected to form an integral, preferably one-piece, fastening means. As indicated in FIG. 8, the friction apertures are disposed in selected wall surfaces at complementally selective intervals of the frames 2, e.g. in support columns 3, so that the bipartite fastening members 28 can operatively interconnect the frames at their common peripheral abutting portions.

For this purpose, the slotted friction arms 30 are complemental in shape and size to the friction apertures l4 and thus may be operatively inserted in corresponding selected friction apertures on the abutting portions of the frames 2 with the positioning flange 29 in contact with the abutting portions and the opposed slotted friction arms 30 compressively engaged by the particular friction apertures 14,14 thereat.

The use of rectangular or square tubing for the support columns 3 and cross braces 4 and 5 of the modular frames 2 enhances the structural stability of the assembly grouping of such frames since the common peripheral abutting portions are flat surfaces and the bipartite fastening members 28 may be readily inserted in friction apertures in the same plane but on different walls of a given support column or cross brace as depicted in FIG. 8.

FIGS. 10 and 11 cover a modified arrangement of the mounting means in connection with the use of two stud means at each side to mount a merchandise display retaining means 9a of the rotatably adjustable type via the seating apertures 19 and 20 in the side wall 16 at that side. The adjacent first and further stud means of each corresponding opposed pair disposed on the same support column 3 are secured to the front face 34 of a common upwardly directed backing plate 31 in spaced apart relation corresponding to the radial distance between the first seating aperture 19 and the series of further seating apertures 20 on the side wall 16 of the retaining means 9a thereat.

Specifically, each such stud means includes an externally threaded head 32, similar to head 21 of the embodiment of FIGS. 4 and 5, which is fixed against rotation on the front face 34 of the backing plate 31 and an internally threaded stud tube 11 (see FIGS. 4 and 5), shown in phantom, which screws onto the external threads 33 preferably substantially throughout their common extent so that the rear end of stud tube 11 abuts the front face 34. A first rearwardly directed post 36 having an upwardly directed abutment flange 37 and a further rearwardly directed substantially straight post 38 therebelow are correspondingly disposed on the back side or face 35 of the backing plate 31 in upwardly directed alignment in spaced apart relation corresponding to a selective complemental interval of mounting apertures 8.

In this way, the first post 36 can be inserted into operative securing engagement with a corresponding first selected mounting aperture 8 and the further post 38 then inserted into operative bearing engagement with a corresponding further selected mounting aperture 8 in accord with the selected complemental interval of such mounting apertures 8 so that the upwardly directed flange 37 of the first post 36 will be in manually removable retaining engagement with the interior face of the adjacent support wall portion 6 thereat as shown in phantom in FIG. 11.

Posts 36 and 38 can be provided in the form of a bent wire welded or otherwise bonded to the back side 35 of the backing 'plate 31 or these posts can be attached directly to such back side as separate elements. In the case where abentwire construction is employed, the intermediate portion thereof in abutment with backing plate 31 is preferably flattened or mounted in a groove in the back side 35 to achieve a closer degree of flushness when the backing plate 31 is mounted in the corresponding apertures 8.

It will be realized that in this mounting means embodiment, the mounting apertures need not be threaded since the posts 36 and 38 secure the stud means in place in a different manner, using the downward bearing thrust or force component of the retaining means 9a to maintain the opposed flanges 37 in retaining abutment with the corresponding opposed interior faces of the support wall portions 6.

FIGS. 12 and 13 illustrate a modified form of the mounting means of FIGS. 10 and 11. The same externally threaded heads 32 and internally threaded stud tubes 11 are provided in the same spatial arrangement on the corresponding front face 34a of the backing plate 31a, the only difference being in the arrangement of the mounting elements on the back side or face 35a of the backing plate 31a.

Specifically, a first pair of rearwardly directed spring clamps 39,39 and a further pair of rearwardly directed spring clamps 40,40 therebelow are correspondingly disposed on the back side 35a of the backing plate 31a in spaced apart relation. Of course, clamps 3? and 40 can be merged to form a single pair of wider clamps, if desired. Furthermore, a rearwardly directed substantially straight post 41 is also disposed on the back side 35a of the backing plate 31:: at the upper end portion thereof.

The spring clamps operatively clampingly embrace corresponding portions of the corresponding support column (not shown) and the post 41 extends into operative bearing engagement with a corresponding selected mounting aperture (not shown) to maintain the backing plate 31a in supporting contact with the corresponding support column thereat. For similar reasons, the mounting apertures 8 in this embodiment need not be threaded.

The spring clamps preferably have a clamping crosssectional area shaped and sized to correspond to the shape and size of the support column on which the backing plate 31a is mounted. By suitable use of thin spring steel or similar material, the spring clamps unobtrusively blend with the adjacent areas of the corresponding support column to enhance the attractiveness of the display assembly.

in the embodiment shown in FIGS. 14 and 15, the merchandise display retaining means 9b is provided which includes a selectively rotatable multi-functional article supporting means such as the longitudinally extending central display platform 42 spanning the display space 7 between the support wall portions 6,6 and a pair of opposed transversely extending end walls 43,43 connected to the platform 42. Platform 42 may be provided with one or more retaining strips 44 or the like to hold the merchandise in place depending upon the rotative position of platform 42.

Platform 42 and end walls 43 making up retaining means 9b are interchangeable with the platform 15 and end walls 16 making up retaining means a, since the particular configuration is selected for achieving an attractive display orientation and each of these article supporting means is usable with the various types of individual mounting means disclosed herein.

Thus, end walls 43,43, like end walls 16,16, contain a first corresponding pair of opposed seating apertures 45,45, like apertures 19,19, defined therein as complemental pivot points, and a series of at least two (three being shown) incrementally spaced apart further corresponding pairs of opposed seating apertures 46,46, like apertures 20,20, defined therein as complemental radial points substantially equally spaced from the first seating apertures 45,45 a radial distance corresponding to a selective complemental interval of mounting apertures 3 in the support wall portions in question, for achieving the adjustable rotative disposition of the particular multifunctional article supporting means.

An alternate form of mounting means, interchangeable with the stud means, and optional spanning rod, arrangements of FIGS. 1 to 7 and 10 to 13, is also shown in FIGS. 14 to 16. The mounting means includes a first manually retractable spanning rod 47 extending across the display space 7 and disposed in seating engagement with the first corresponding pair of opposed seating apertures 45,45 (or 19,1?) and a further manually retractable spanning rod 47 of the same type extending across the display space 7 and disposed in seating engagement with one of the further corresponding pairs of opposed seating apertures 46,46 (or 20,20).

Each of the spanning rods 47 has a corresponding pair of opposed end bosses 49,49 sized to fit the mounting apertures 8 as shown in detail in FIG. 16. In this way, the spanning rods 47 are mounted on the opposed support columns 3,3 via operative engagement of the corresponding opposed end bosses 49,49 in selected opposed mounting apertures 8,8 in accord with the rotative disposition of the platform 42.

To provide the retraction function for the spanning rods 47, at least one of the end bosses 49 of each spanning rod may be manually retractably mounted at the corresponding end portion of the rod as shown in FIG. 16. The corresponding end boss 49, e.g. in the form of a bullet catch, is slidable at 50 in the outer end of the ferrule or casing 51 disposed in a recess 52 in the corresponding end of the spanning rod 47 and secured against longitudinal displacement with respect thereto. The adjustable screw 53 extends from behind the inner end of casing 51 into the end boss 49 and is displaceable with end boss 49 in the rearward direction as shown by the arrow against the action of the biasing spring 54. Stop 55 on the end of screw 53 limits the forward or outward movement of end boss 49 with respect to casing 51 and the corresponding end of the spanning rod 47 whereas spring 54 permits restrained rearward or inward movement of such end boss.

For providing an attractive appearance, end boss 49 is adjusted by screw 53 and stop 55 to minimize the distance beyond the corresponding end of the spanning rod 47 that such end boss projects. A hole 56 may be provided in end boss 49 to facilitate retraction of the end boss with a nail or simple tool from the mounting aperture 8, or the spanning rod may simply be grasped and pushed toward the adjacent support column 3 to release the end boss on the opposite end of the rod from its corresponding mounting aperture.

In all of the embodiments, the mounting means are arranged within the plane of the particular modular frame, e.g. a rectangular perimetric frame of square tubular cross section, for easy storing of the transitory or portable assemblies. Only the rotatably adjustable multi-functional article supporting means may extend out from such frame plane but this is intended to provide adequate and attractive display of the merchandise supported thereon.

FIG. 14 also shows the manner of interconnecting peripherally abutting square tubing rectangular frames 1,1 at their support columns 3,3. Three self-standing frames, only two being visible, are interconnected in the same perpendicular orientation as shown in FIG. 7. Suitable unthreaded screw receiving apertures 14a,14a, and blind threaded screw receiving apertures 14b (see FIG. 15), generally of smaller size than friction apertures 14,14 are provided at selective complemental intervals on various surfaces of the frames at which abutment of the frames is desired. The blind threaded apertures 14b are disposed in the outer ends of the cross braces 4 and 5 to accommodate perpendicular frame abutment connection (cf. FIG. 8). Fastening means in the form of screw members 48 are operatively connectedly inserted in corresponding selected receiving apertures 14a, or blind threaded apertures Mb, on the abutting portions of the frames, as the case may be.

These fastening means may be in the form of through bolts extending through aligned receiving apertures 14a of both frames and capped by acorn nuts or the like which may be manually tightened thereon to bite into the wall surface thereat to hold the frames in stationary or fixed peripheral abutment relation. Alternatively, they may be threaded screws extending through aligned receiving apertures 14a of one straight frame and seated in blind threaded apertures 14b at the ends of the cross braces of the perpendicularly abutting adjacent frame.

It will be seen that the various mounting means including the stud tubes 11 and 11a, optionally with the spanning rods 10, as well as the backing plate modification of FIGS. to 13, and the retractable spanning rods and end bosses of FIGS. 14 to 16, are all manually removably positioned substantially within the plane of the modular frame, as are also the frame fastening means of FIGS. 7, 8 and 14, permitting rapid and uncomplicated rearrangement of the particular multifunctional article supporting means and/or the associated frame or frames via relatively inconspicuous and orderly arranged round rather than elongated apertures in the modular frames.

Furthermore, the attractiveness of the display assembly can be enhanced by inserting plugs (not shown) of suitable material into those apertures 14, 14a and/or 14b, as the case may be, which are not being used for the particular fastening means connection and which are visible in the arrangement. Such plugs are designed conveniently to blend with the adjacent portions of the frame.

What is claimed is:

1. Merchandise display assembly which comprises a modular frame having a pair of laterally spaced apart and upwardly directed support columns which are provided with a corresponding pair of support wall portions facing each other and defining a display space therebetween, corresponding pairs of opposed inconspicuous cross-section and constant average diameter mounting apertures defined in the support wall portions at a plurality of selective complemental intervals therealong, merchandise display retaining means spanning the display space between the support wall portions, said retaining means including a longitudinally extending display retaining portion in the space between the support wall portions and a pair of opposed transversely extending seat receiving portions longitudinally spaced apart and connected to the display retaining portion, a first corresponding pair of opposed seating means situated on said transversely extending seat receiving portions as complemental pivot points, and a series of at least two incrementally spaced apart further corresponding pairs of opposed seating means situated on said transversely extending seat receiving portions as complemental radial points substantially equally spaced from the first seating means an operative radial distance which is defined in a radius plane normal to the axes of said pivot points and radial points and which corresponds to a selective complemental interval of mounting apertures in the support wall portions, and mounting means including first seat engaging means correspondingly disposed in seating engagement with the first corresponding pair of opposed seating means and further seat engaging means correspondingly disposed in seating engagement with one of the further corresponding pairs of opposed seating means, said mounting means being operative with the corresponding pairs of opposed mounting apertures and manually removably mounting the retaining means via selected opposed mounting apertures on the support columns in the display space.

2. Assembly according to claim 1 wherein the merchandise display retaining means includes a longitudinally extending central display platform spanning the display space between the support wall portions, a pair of opposed transversely extending end walls connected to the platform, a first corresponding pair of opposed seating apertures defined in the end walls as complemental pivot points, and a series of at least two incrementally spaced apart further corresponding pairs of opposed seating apertures defined in the end walls as complemental radial points substantially equally spaced from the first seating apertures a radial distance corresponding to a selective complemental interval of mounting apertures in the support wall portions, and wherein the mounting means include a first corresponding pair of opposed stud means extending into the display space and disposed in seating engagement with the first corresponding pair of opposed seating apertures and a further corresponding pair of opposed stud means extending into the display space and disposed in seating engagement with one of the further corresponding pairs of opposed seating apertures, the stud means being mounted operatively on the support columns via selected opposed mounting apertures.

3. Assembly according to claim 2 wherein the stud means are provided with corresponding opposed recesses facing the display space and a corresponding spanning rod is inserted in the corresponding opposed recesses of each of the pairs of stud means.

4. Assembly according to claim 2 wherein said opposed mounting apertures are threaded, and each stud means includes an externally threaded head having an end abutment face adjacent the corresponding support wall portion and an axial bore, a complementally internally threaded stud tube removably manually screwed onto the externally threaded head substantially throughout their common extent, and a connecting screw mounted in the axial bore and extending beyond the end abutment face and into operative securing engagement with a selected mounting aperture to maintain the abutment face in compressive contact with the adjacent area of the corresponding wall portion surrounding the selected mounting aperture.

5. Assembly according to claim 2 wherein the adjacent first and further stud means of each corresponding opposed pair disposed on thevsame support column are secured to the front face of a common upwardly directed backing plate in spaced apart relation corresponding to the radial distance between the first seating apertures and the series of further seating apertures, each stud means includes an externally threaded head and a complementally internally threaded stud tube removably manually screwed onto the externally threaded head substantially throughout their common extent, and a first rearwardly directed post having an upwardly directed abutment flange and a further rearwardly directed straight post therebelow correspondingly disposed on the back side of the backing plate in upwardly directed alignment in spaced apart relation corresponding to a selective complemental interval of mounting apertures, the first post extending into operative securing engagement with a corresponding first selected mounting aperture and having the upwardly directed flange thereof in manually removable retaining engagement with the interior face of the adjacent support wall portion thereat and the further post extending into operative bearing enagement with a corresponding further selected mounting aperture in accord with the selected complemental interval to maintain the backing plate in supporting contact with the corresponding support column thereat.

6. Assembly according to claim 2 wherein the adjacent first and further stud means of each corresponding opposed pair disposed on the same support column are secured to the front face of a common upwardly directed backing plate in spaced apart relation corresponding to the radial distance between the first seating apertures and the series of further seating apertures, each stud means includes an externally threaded head an a complementally internally threaded stud tube removably manually screwed onto the externally threaded head substantially throughout their common extent, rearwardly directed spring clamps disposed on the back side of the backing plate and operatively clampingly embracing corresponding portions of the corresponding support column, and a rearwardly directed straight post disposed on the back side of the backing plate at the upper end portion thereof and extending into operative bearing engagement with a corresponding selected mounting aperture, the spring clamps and straight post maintaining the backing plate in supporting contact with the corresponding support column thereat.

7. Assembly according to claim 1 wherein the merchandise display retaining means includes a longitudinally extending central display platform spanning the display space between the support wall portions, a pair of opposed transversely extending end walls connected to the platform, a first corresponding pair of opposed seating apertures defined in the end walls as complemental pivot points, and a series of at least two incrementally spaced apart further corresponding pairs of opposed seating apertures defined in the end walls as complemental radial points substantially equally spaced from the first seating apertures a radial distance corresponding to a selective complemental interval of mounting apertures in the support wall portions, and wherein the mounting means include a first manually retractable spanning rod extending across the display space and disposed in seating engagement with the first corresponding pair of opposed seating apertures and a further manually retractable spanning rod extending across the display space and disposed in seating engagement with one of the further corresponding pairs of opposed seating apertures, each of the spanning rods having a corresponding pair of opposed end bosses sized to fit the mounting apertures and being mounted on the support columns via operative engagement of the opposed end bosses in selected opposed mounting apgrtures.

Assembly according to claim 7 wherein at least one of the end bosses of each spanning rod is manually retractably mounted at the corresponding end portion of the rod.

9. Assembly according to claim 1 wherein at least two said modular frames are provided in abutting disposition, each having a complemental rectangular configuration and including an upper and a lower cross brace interconnecting the pair of laterally spaced apart and upwardly directed support columns which are provided with said corresponding pair of support wall portions facing each other and defining the display space therebetween, and each also having said mounting apertures, said merchandisedisplay retaining means and said mounting means, said modular frames being interconnected at their abutting portions by fastening means.

10. Assembly according to claim 9 wherein said frames are provided with friction apertures at selective complemental intervals along their. abuttable portions, and said fastening means are in the form of bipartite fastening members, each having a central positioning flange and a pair of opposed slotted friction arms complemental to the friction apertures, operatively inserted in corresponding selected friction apertures on the abutting portions of the frames with the positioning flange in contact with the abutting portions and the opposed slotted friction arms compressively engaged by the particular friction apertures thereat.

11. Assembly according to claim 9 wherein said frames are provided with screw receiving apertures at selective complemental intervals along their abuttable portions, and said fastening means are in the form of screw members operatively connectedly inserted in corresponding selected receiving apertures on the abutting portions. 

1. Merchandise display assembly which comprises a modular frame having a pair of laterally spaced apart and upwardly directed support columns which are provided with a corresponding pair of support wall portions facing each other and defining a display space therebetween, corresponding pairs of opposed inconspicuous cross-section and constant average diameter mounting apertures defined in the support wall portions at a plurality of selective complemental intervals therealong, merchandise display retaining means spanning the display space between the support wall portions, said retaining means including a longitudinally extending display retaining portion in the space between the support wall portions and a pair of opposed transversely extending seat receiving portions longitudinally spaced apart and connected to the display retaining portion, a first corresponding pair of opposed seating means situated on said transversely extending seat receiving portions as complemental pivot points, and a series of at least two incrementally spaced apart further corresponding pairs of opposed seating means situated on said transversely extending seat receiving portions as complemental radial points substantially equally spaced from the first seating means an operative radial distance which is defined in a radius plane normal to the axes of said pivot points and radial points and which corresponds to a selective complemental interval of mounting apertures in the support wall portions, and mounting means including first seat engaging means correspondingly disposed in seating engagement with the first corresponding pair of opposed seating means and further seat engaging means correspondingly disposed in seating engagement with one of the further corresponding pairs of opposed seating means, said mounting means being operative with the corresponding pairs of opposed mounting apertures and manually removably mounting the retaining means via selected opposed mounting apertures on the support columns in the display space.
 2. Assembly according to claim 1 wherein the merchandise display retaining means includes a longitudinally extending central display platform spanning the display space between the support wall portions, a pair of opposed transversely extending end walls connected to the platform, a first corresponding pair of opposed seating apertures defined in the end walls as complemental pivot points, and a series of at least two incrementally spaced apart further corresponding pairs of opposed seating apertures defined in the end walls as complemental radial points substantially equally spaced from the first seating apertures a radial distance corresponding to a selective complemental interval of mounting apertures in the support wall portions, and wherein the mounting means include a first corresponding pair of opposed stud means extending into the display space and disposed in seating engagement with the first corresponding pair of opposed seating apertures and a further corresponding pair of opposed stud means extending into the display space and disposed in seating engagement with one of the further corresponding pairs of opposed seating apertures, the stud means being mounted operatively on the support columns via selected opposed mounting apertures.
 3. Assembly according to claim 2 wherein the stud means are provided with corresponding opposed recesses facing the display space and a corresponding spanning rod is inserted in the corresponding opposed recesses of each of the pairs of stud means.
 4. Assembly according to claim 2 wherein said opposed mounting apertures are threaded, and each stud means includes an externally threaded head having an end abutment face adjacent the corresponding support wall portion and an axial bore, a complementally internally threaded stud tube removably manually screwed onto the externally threaded head substantially throughout their common extent, and a connecting screw mounted in the axial bore and extending beyond the end abutment face and into operative securing engagement with a selected mounting aperture to maintain the abutment face in compressive contact with the adjacent area of the corresponding wall portion surrounding the selected mounting aperture.
 5. Assembly according to claim 2 wherein the adjacent first and further stud means of each corresponding opposed pair disposed on the same support column are secured to the front face of a common upwardly directed backing plate in spaced apart relation corresponding to the radial distance between the first seating apertures and the series of further seating apertures, each stud means includes an externally threaded head and a complementally internally threaded stud tube removably manually screwed onto the externally threaded head substantially throughout their common extent, and a first rearwardly directed post having an upwardly directed abutment flange and a further rearwardly directed straight post therebelow correspondingly disposed on the back side of the backing plate in upwardly directed alignment in spaced apart relation corresponding to a selective complemental interval of mounting apertures, the first post extending into operative securing engagement with a corresponding first selected mounting aperture and having the upwardly directed flange thereof in manually removable retaining engagement with the interior face of the adjacent support wall portion thereat and the further post extending into operative bearing enagement with a corresponding further selected mounting aperture in accord with the selected complemental interval to maintain the backing plate in supporting contact with the corresponding support column thereat.
 6. Assembly according to claim 2 wherein the adjacent first and further stud means of each corresponding opposed pair disposed on the same support column are secured to the front face of a common upwardly directed backing plate in spaced apart relation corresponding to the radial distance between the first seating apertures and the series of further seating apertures, each stud means includes an externally threaded head an a complementally internally threaded stud tube removably manually screwed onto the externally threaded head substantially throughout their common extent, rearwardly directed spring clamps disposed on the back side of the backing plate and operatively clampingly embracing corresponding portions of the corresponding support column, and a rearwardly directed straight post disposed on the back side of the backing plate at the upper end portion thereof and extending into operative bearing engagement with a corresponding selected mounting aperture, the spring clamps and straight post maintaining the backing plate in supporting contact with the corresponding support column thereat.
 7. Assembly according to claim 1 wherein the merchandise display retaining means includes a longitudinally extending central display platform spanning the display space between the support wall portions, a pair of opposed transversely extending end walls connected to the platform, a first corresponding pair of opposed seating apertures defined in the end walls as complemental pivot points, and a series of at least two incrementally spaced apart further corresponding pairs of opposed seating apertures defined in the end walls as complemental radial points substantially equally spaced from the first seating apertures a radial distance corresponding to a selective complemental interval of mounting apertures in the support wall portions, and wherein the mounting means include a first manually retractable spanning rod extending across the display space and disposed in seating engagement with the first corresponding pair of opposed seating apertures and a further manually retractable spanning rod extending across the display space and disposed in seating engagement with one of the further corresponding pairs of opposed seating apertures, each of the spanning rods having a corresponding pair of opposed end bosses sized to fit the mounting apertures and being mounted on the support columns via operative engagement of the opposed end bosses in selected opposed mounting apertures.
 8. Assembly according to claim 7 wherein at least one of the end bosses of each spanning rod is manually retractably mounted at the corresponding end portion of the rod.
 9. Assembly according to claim 1 wherein at least two said modular frames are provided in abutting disposition, each having a complemental rectangular configuration and including an upper and a lower cross brace interconnecting the pair of laterally spaced apart and upwardly directed support columns which are provided with said corresponding pair of support wall portions facing each other and defining the display space therebetween, and each also having said mounting apertures, said merchandise display retaining means and said mounting means, said modular frames being interconnected at their abutting portions by fastening means.
 10. Assembly according to claim 9 wherein said frames are provided with friction apertures at selective complemental intervals along their abuttable portions, and said fastening means are in the form of bipartite fastening members, each having a central positioning flange and a pair of opposed slotted friction arms complemental to the friction apertures, operatively inserted in corresponding selected friction apertures on the abutting portions of the frames with the positioning flange in contact with the abutting portions and the opposed slotted friction arms compressively engaged by the particular friction apertures thereat.
 11. Assembly according to claim 9 wherein said frames are provided with screw receiving apertures at selective complemental intervals along their abuttable portions, and said fastening means are in the form of screw members operatively connectedly inserted in corresponding selected receiving apertures on the abutting portions. 